Nintendo Boss Says If You Can’t Afford Switch 2, Find Mario Somewhere Else

If Nintendo’s new console feels out of your price range, the company’s president has a message: just enjoy our iconic characters somewhere else. Yep, you read that right—kids who can’t afford the upcoming Nintendo Switch 2 will need to connect with Mario, Link, and friends through other mediums like mobile games, TV shows, or merch. Bold move? Maybe. Out of touch? Depends on who you ask.

Meet the Expensive New Era of Nintendo

It’s no secret that the Switch 2 release date is one of the hottest topics in gaming right now. The rumoured specs and upgraded performance have fans hyped, but a looming problem hangs overhead: the likely jump in price. And while Nintendo’s previous consoles (especially the OG Switch) were praised for staying relatively affordable, times have changed. Inflation, hardware costs, and maybe even the Mario Movie’s box office success—it’s all pushing Nintendo towards premium pricing territory.

So when President Shuntaro Furukawa was asked about affordability for younger audiences, his response surprised some fans: “We’d like as many people as possible to experience our characters in places other than video game consoles.” Translation? If you can’t buy the Switch 2… there’s always Netflix.

Nintendo Isn’t Just a Game Company Anymore

Whether you love or hate Furukawa’s response, he’s kind of right. In recent years, Nintendo has expanded its IP way beyond gaming. We’ve got the Super Mario Bros. Movie (a billion-dollar hit), Mario Kart mobile games, a surprisingly decent theme park, and even rumblings of more animated adventures on the way. Kids today may meet Mario on their TV before they ever touch a Joy-Con. And for Nintendo, that’s by design.

“We want consumers to familiarise themselves with our characters through various forms of entertainment, not just games,” Furukawa added during a shareholders meeting, according to Eurogamer.

From a business perspective, this makes total sense. Nintendo characters act as walking franchises. They sell games, yes—but also shirts, LEGO sets, backpacks, and cinema tickets. The more eyeballs on their IP, the more cash in the bank. It’s brand marketing 101, just with mushrooms and fire flowers.

“If You Can’t Buy, Just Watch?”

That said, some fans are pretty salty about this logic. Let’s be honest—telling kids they don’t get to actually play Pokémon because of a price tag, but hey, there’s always an anime, that comes off a bit cold. Gaming’s meant to be interactive. And while Nintendo’s rich library of mobile games and free-to-play apps tries to bridge the gap, it’s not the same as booting up a new Zelda title on cutting-edge hardware.

What’s more, the Switch 2 price could be the most expensive base unit Nintendo has ever released. If it lands in the ballpark of the PlayStation 5 or Xbox Series X—current rumours estimate around $400 to $500—it’s certainly not pocket money for many families. Especially during a cost-of-living crisis. This isn’t 2006, and it’s not the Wii anymore.

So, Where Do You Meet Mario without a Console?

If Switch 2 is too much for the piggy bank, what are your options? Quite a few, actually. Super Mario Run is still on iOS and Android. The Pokémon anime runs worldwide on streaming platforms. There’s also a growing list of Nintendo mobile games and a strong presence in the toy aisle. The Mario movie is on Blu-ray and streaming, and those LEGO sets? Sure, they don’t come cheap either, but they’re another non-console way to connect with the Mushroom Kingdom.

The shift here isn’t just about hardware—Nintendo’s doubling down on the idea that their biggest asset isn’t consoles or even software. It’s the characters. Iconic, timeless, money-making characters that can show up anywhere, anytime. Want to meet Pikachu in a burger commercial? At this rate, give it a month.

Breaking the Console-First Mentality

This might mark a deeper shift in how Nintendo views its audience. Back in the ’90s, owning a Nintendo console was the only way to experience their magic. Now, they’re embracing an ecosystem model—play Mario on your Switch, watch Mario in cinemas, collect Mario figurines, and wear Mario on your t-shirt. It’s all about engagement rather than exclusivity.

For older gamers, this may feel like watering down the magic. But for the next generation stuck with smartphones over Switches, it’s a new entry point—and maybe that’s exactly what Nintendo wants. Hook ‘em young with cartoons and apps, and maybe one day they’ll grab the hardware when they’re older. It’s basically brand funnelling with a moustache.

Still, that Switch 2 console will likely be the flagship way to play and interact with Nintendo’s biggest releases. The upcoming successor is said to bring performance parity closer to modern competitors and may even support backwards compatibility—a huge win if you already own a library of Switch games. Combine this with strong first-party titles (you know Metroid’s coming), and affordability might be a sacrifice Nintendo is willing to make.

Just keep your fingers crossed for a Switch 2 Lite… or maybe a Netflix-exclusive Luigi’s Mansion show, because apparently, that’s where we’re headed.